The State of Influencer Marketing 2022:

The report takes an in-depth look at the influencer marketing industry and summarizes the thoughts of more than 2000 marketing agencies, brands, and other relevant professionals regarding the current state of influencer marketing.

In addition to the results from our survey, we packed the report with all the influencer marketing benchmarks, metrics and data that matter most to you, along with some predictions of how industry professionals expect it to move over the next year and into the future. Think of it as fuel for your next influencer marketing campaign.

Notable Highlights

Influencer Marketing

  • Influencer Marketing Industry is set to grow to approximately $16.4 Billion in 2022

  • Influencer Marketing focused platforms raised more than $800M in funding in 2021 alone, an indication of the significant growth of the industry

  • The global number of Influencer Marketing related service offerings grew by 26% in 2021 alone, to reach a staggering 18,900 firms offering or specializing in Influencer Marketing services

  • Instagram influencer fraud has declined over the last few years, still 49% of Instagram Influencer accounts were impacted by fraud in 2021

  • More than 75% of brand marketers intend to dedicate a budget to influencer marketing in 2022

  • Growth of the Influencer Marketing Industry strongly impacted by an estimated 9% YoY increase in usage of ad blocking tools, with the average global desktop ad blocking rate sitting above 43%

  • 54% of the firms working with influencers operate eCommerce stores

  • 2021 saw a notable increase in brands paying money to influencers. There is now an equal split between monetary payment and influencers receiving free products

  • Zara, the most mentioned brand on Instagram, has an estimated reach of 2,074,000,000

  • Netflix Was the Most Followed Brand on TikTok in 2021

  • 68% of our marketers plan to increase their influencer marketing spend in 2022

  • Instagram was used by nearly 80% of the brands that engage in influencer marketing

Social Commerce

  • The value of social commerce sales in 2022 is estimated to be $958 billion

  • In just one day in October 2021, two of China's top live-streamers, Li Jiaqi and Viya, sold $3 billion worth of goods. That's roughly three times Amazon's average daily sales

  • By 2025, social commerce is expected to account for 17% of all ecommerce spending

Creator Economy

  • Creator Economy Market Size is estimated to reach $104 Billion in 2022

  • More than 50 million people globally consider themselves content creators

Survey Methodology

We surveyed just over 2000 people from a range of backgrounds. 39% of our respondents considered themselves brands (or brand representatives). 31% work at marketing agencies (including those specializing in influencer marketing), and 3% are PR agencies. We merge the remaining 27% as Other, representing a wide range of occupations and sectors.

We have seen a comparative increase in B2B businesses over B2C firms compared to last year. 62% of those surveyed identify as part of the B2C sector (down from 70% in 2021), with the remaining 38% running B2B campaigns (up from 30%).

The most popular vertical represented remains Fashion & Beauty (15% of respondents), although this is down considerably from last year's 25%). Health & Fitness remains second with 13%. Travel & Lifestyle respondents rebounded to 12%, closely followed by Gaming at 11%. Family, Parenting & Home (6%) and Sports (4%) remain the other sectors separately shown. The remaining 39%, grouped as Other, covers every other vertical imaginable. This is a 10% increase from last year's survey, indicating that influencer marketing is no longer just relevant to a few tight niches. Despite this year's survey sample size being smaller than last year's, it is still a comprehensive study. Therefore, the proportions of each industry vertical represented here will likely still be typical of influencer marketing users in general.

57% of our respondents came from the USA, 13% Asia (APAC), 11% Europe, 5% Africa, 2% South America, and 11% described their location as Other.

The bulk of our respondents came from relatively small organizations, with 44% representing companies with fewer than ten employees. 26% had 10-50 employees, 11% 50-100, 12% 100-1,000, and 8% coming from large enterprises with more than 1,000 employees. Overall, however, there are slightly fewer respondents from larger organizations than last year, which might have had a small impact on the comparative results.

Influencer Marketing Expected to Grow to be Worth $16.4 Billion in 2022

Despite initial concerns that influencer marketing (indeed, all marketing) might decrease due to Covid19, it increased over both 2020 and 2021. Sure, some industries, such as tourism and airlines, initially had to retrench dramatically, but many others adjusted their models to survive in the Covid (and post-COVID) world. And there is even some renewed life in the more Covid-affected industries.

People initially spend considerably more time online than pre-Covid, which hasn't completely reversed despite many people returning to work. As a result, businesses had to upgrade their websites to cope with increased demand. Looking back through past versions of this Benchmark Report, you will consistently see that actual and estimated influencer marketing has grown dramatically over recent years. Coronavirus accelerated that growth in 2020 and 2021, which is estimated to continue into 2022.

From a mere $1.7 billion at the time of this site's beginning in 2016, influencer marketing is estimated to have grown to have a market size of $13.8 billion in 2021. Furthermore, this is expected to jump a further 19% to $16.4 billion in 2022.

Influencer Marketing Related Services / Companies Continue to Grow

As influencer marketing has matured as an industry, it has attracted support companies and apps to simplify the process for brands and influencers. However, organic influencer marketing can be slow and tedious, particularly when finding and wooing influencers to promote your company's products or services.

We have only looked at influencer platforms and agencies in the past. But in our Influencer Marketing Benchmark Report 2022, we are widening this to encompass all influencer marketing-related services/companies, including influencer services, agencies, and platforms. We have noticed in our reviews that many of the tools we group as "platforms" offer an ever-increasing variety of services to their customers. These include influencer discovery, influencer marketplaces, eCommerce tools, and product/gifting tools. The days of doing everything organically seem well gone. We have now written 50 reviews at the Influencer Marketing Hub by the beginning of 2022 but have only just scraped the surface of the industry.

Influencer Marketing related services/companies grew 26% in 2021, to 18,900 worldwide. Growth was highest in the United States, which saw a 30% increase in influencer agencies, platforms, and services.

Software Platforms Specifically Focused on the Influencer Marketing Industry Raised More Than $800M in 2021

Many influencer marketing companies can look back fondly on 2021. Investors recognized the success of influencer marketing and the demand for quality tools and invested heavily in some of the newer influencer software platforms. In total, software platforms specifically focused on Influencer Marketing raised more than $800M in 2021.

Some of the platforms to receive investor cash and confidence were:

  • Grin - $126M

  • Mavrck - $120M

  • CreatorIQ - $40M

  • Tagger Media - $23.5M

  • LTK - $300M

Grin's funding included $110M in a round led by Lone Pine Capital of Greenwich, Connecticut, that will allow the company to access markets in the United Kingdom and Australia. This followed from $16 million Series A funding earlier in the year led by Imaginary Ventures.

LTK raised $300 million at a $2 billion valuation from SoftBank Vision Fund 2 to scale and build up more global operations.

Growth of the Influencer Marketing Industry strongly impacted by an estimated 9% YoY increase in usage of ad blocking tools, with the average global desktop ad blocking rate sitting above 43%

The influencer marketing industry helps marketers distribute their messages, while many traditional ads lose visibility through widespread ad blocker use. Mobile ad block usage has risen each quarter since 2014, with ad blocking now standard in many browsers, with the average global desktop ad blocking rate sitting above 43%. UC Browser remains the most widely adopted mobile ad blocker, with an estimated 310 million users worldwide, although use of The Brave ad block browser grew 92% YoY over 2020.

Social Media User Demographics Statistics

This section highlights some statistics that emphasize the types of people most likely to use social media. When you are searching for influencers to promote your brands, you will want to focus on those influencers who are followed by the type of people most likely to be interested in your products or services. The social media network where each influencer has gained the most fame impacts this – clearly, you want to work with popular people on the same social networks where your potential customers spend their time. Remember, just because you spend time on a particular social network doesn't mean that your customers do too, particularly if they are of a different demographic to yourself.

As you can see from the above data, the greatest lovers of Instagram are people aged 25-34, followed by 18–24-year-olds. In both cases, more females than males use Instagram.

One statistical oddity (although numbers are small) is that for age groups 35 and older, the usage of the genders reverse, with more older males using Instagram than their female counterparts.

TikTok is the Epicenter of Generation Z

Anybody who knows the younger generations will understand this statistic. TikTok has taken Generation Z with a storm. So, if you wish to market to Gen Z (females at least), you should be searching for TikTok influencers with whom to partner. On the other hand, if you sell to Baby Boomers of Generation X, you can comfortably give TikTok a miss.

The gender split is interesting. There is a distinct female bias amongst TikTok users 24 and younger. Yet things are much more balanced for Millennial TikTok users and substantially male-dominant amongst the few older TikTok users.

Male YouTuber Viewers Outnumber Females for Millennials and Older Age Groups

In some ways, YouTube is more passive than either Instagram or TikTok. You often tune into YouTube videos in much the same way as you do traditional TV. Although some people love making comments on videos they love (or hate), there is less of a social element for many.